Stop & Shop initially carried Frosty Paws, a fast-selling frozen pet novelty from Dreyer's Grand Ice Cream Holdings, in the ice cream section of its frozens department. Yet two years ago, it found a way to merchandise the product where it really belongs: the pet aisle. "Frosty Paws are the No. 1 frozen pet treat, so we wanted to make an effort to have them in-aisle," said Bryan Shlager, pet and baby buyer for the Quincy, Mass.-based division of Ahold USA. To do so, it installed small ...

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